Publications
Publications
  • 1993
  • Chapter
  • Brand Equity and Advertising: Advertising's Role in Building Strong Brands

Decomposing a Brand's Customer Franchise into Buyer Types

By: J. McQueen, J. Foley and J. A. Deighton
  • Format:Print
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Keywords

Brands and Branding; Customers; Demand and Consumers

Citation

McQueen, J., J. Foley, and J. A. Deighton. "Decomposing a Brand's Customer Franchise into Buyer Types." In Brand Equity and Advertising: Advertising's Role in Building Strong Brands, edited by D. A. Aaker and A. L. Hillsdale. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993.

About The Author

John A. Deighton

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